Making shipping easy for customers is the underlying premise

In the past 12 years Maersk Line has grown its presence in the Durban shipping market from a relatively modest start – deploying a feeder service between Durban and Algeciras – to a 50-employeestrong front office. Although having its own peculiarities, the approach to the market in Kwa Zulu Natal shares in a universal business truth, according to branch manager Carl Lorenz. That is, for all the staff to unite behind the common goal of making shipping easy for the customers, and efficient for the line. “We have access to an unparalleled vessel network stretching to-and-from all corners of the globe,” he told FTW. “This is coupled with best-in-class global reliability – with the line recently named by Londonbased consultants, Drewry, as the most reliable large carrier out of the world’s 20 largest for the fourth consecutive quarter with 78% on-time arrivals. “These lay the ideal foundations for the Durban team to have confidence in the product they sell and support.” Lorenz pointed out that the company based its thinking on well-researched tactics. In January 2008, after extensive research into industry trends and market needs, Maersk Line launched its global strategy, “streamLINE”. “This,” said Lorenz, “is based on four strategic, but fundamentally simple, pillars. Filling ships with profitable cargo; making unmatched reliability of a standardised product; shifting authority and decisionmaking to the front line; and not accepting unjustified cost.” In talking to FTW, Lorenz found it difficult to hide the sense of pride he had in the KZN operation he pilots from Durban – situated amidst all the major SA shipping lines, battling for a share in SA’s largest seafreight marketplace. “All our teams realise the importance of listening to, and understanding, customer needs,” he said. “Employees from all departments can often be spotted in customers’ offices discussing any challenges face-to-face, and going the extra mile, to ensure they understand and proactively address any issues that may arise. “If the most recent customer satisfaction results are anything to go by, Maersk Line Durban is delivering on its promises.” Lorenz also pointed to a revamp of Durban’s sales department. “Among others,” he said, “the modification means that the entire sales team now reports directly to me as Durban branch manager – meaning that front-line sales is only separated by two reporting levels from MD David Williams.” Quizzed about the effects of the current global crisis, which has slammed the brakes on growth of cargo volumes and shaved lines’ operating margins, Lorenz stressed a positive approach. In the midst of an economic crisis, he told FTW, the Durban team takes inspiration from Alan-Knott Craig, MD of iBurst, echoing his sentiments that: “Life is not about waiting for the storms to pass, it’s about learning to dance in the rain.”